Lemons, lemon juice
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Lorna Allen, Market Fellow USA, Bord Bia – The Irish Food Board

In the midst of a global pandemic, the topic of health and wellness seems to be at the forefront of discussion. Consumers around the world are in search of remedies to help improve their overall health and are paying particular attention to products that offer extra support for their immune systems.

Individuals are becoming increasingly health-conscious and, coupled with an on-the-go lifestyle, has led to a demand for quick and convenient healthy product offerings. The functional aspect of food and drink has become essential as consumers’ desire for nutrient-rich products has increased. In light of this growing trend, a profitable market that has emerged is the ‘wellness’ industry. With an influx of product offerings tailored around added health benefits and functionality, consumers are now purchasing products as a form of medicine. “Multiple health benefits can be an attractive draw for consumers as we move away from reactive health to preventative health in the future” (Bord Bia, 2020).

Those who look to profit from the growing trend of health and wellness must be careful not to overlook one key criterion – consumers’ need for convenience. Companies who find quick and easy ways to help individuals pursue a healthier lifestyle will seek to benefit from the trend. A profitable segment that has emerged, that caters to both health and convenience, are wellness shots. Selling a concentrated high dose of fruit and vegetables in the form of juice shots allows brands to charge astonishingly high mark up prices. Consumers are willing to pay the premium price for these wellness shots because they’re seen to be an easy burst of key essential nutrients – some nutrients that people may lack in their daily diets. “Ultra-premium functional juices like antioxidant-rich superfruit and green vegetable juice blends are boosting value growth in their respective categories relative to volume. (Telford, 2018). These small shots pack a punch with the aim to support the overall immune system and fight off antibodies from the body. “Consumers increasingly prefer food and drinks as delivery systems as opposed to pills or tablets, presenting an opportunity for the functional food market” (Bord Bia, 2020). With a single shot serving promising to deliver a big immune boost it’s easy to see why consumers are drawn to them.

This evidence is supported by my findings during a recent expedition to a number of grocery stores across New York City. In the final few weeks of emergency shopping and stockpiling, before the city’s lockdown, the ingredients that were associated with improving one’s immune system were funnily enough – sold out. The same could be found in local smoothie bars where there were shortages of fresh ginger, turmeric and other antioxidant-rich fruits. This comes as no surprise when ingredients such as “turmeric, manuka honey, ginger, and flaxseed were the most popular topics searched on Google among those inquiring about food with a function” (Sloan, 2018). This further verifies that consumers are looking towards fresh fruit and vegetables rather than supplements in order to help support their immune system.

It is clear that consumers have become educated on the specific functional benefits of certain ingredients found in everyday fruit and vegetables. This evidence shows that consumers are looking to functional food and beverages as a means to improve their overall health, and how they can tailor specific ingredient choices to best target their particular health needs.

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